Should you Create Trending or Evergreen Content? ft. Avi Gandhi & Phil Ranta

May 15

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Today we’re talking about Creating Trending or Evergreen Content.

I naturally gravitate toward Evergreen content because as a sponsorship coach, I’m constantly getting asked questions about how much to charge for a brand deal or how to negotiate better - so I make videos and write articles that have a long-tail searchability.

The idea of building an ever-growing body of work that creators can tap into forever feels like a compounding exercise.

But every time I open up social media, I see creators absolutely blowing up, gaining sometimes hundreds of thousands or even millions of followers by tapping into the cultural zeitgeist in a clever or unique way.

I get these occasional pangs of FOMO and try to film some videos to ride the coattails of a hot topic or news article but I dunno, maybe my heart just isn’t there.

Plus I have this fear that I’ll start spending too much time on social media “researching” so I can have my finger on the pulse of what’s trending that I’ll imperceptibly shift from a producer of content to a consumer of it. Nu-uh.

Honestly, I just don’t know what to do, which is why I asked two experts to settle this debate, once and for all.

Introducing Avi Gandhi, aka the "Brand Whisperer," with over 15 years of experience in the Creator Economy at companies like Patreon. Avi's deep understanding of creators and extensive partnerships experience, make him a powerhouse in the industry. As a former talent representative turned creator, Avi brings a unique perspective to this debate. He can also eat more Korean BBQ in one sitting than anyone in recent memory.

Phil Ranta, on the other hand, is a true pioneer of the digital media revolution. From his early days as a pre-YouTube web video producer to influential roles at Facebook and Mobcrush, Phil has been at the forefront of innovation in content creation. While his Korean BBQ consumption is less impressive than Avi’s, his impromptu stand-up routines level the playing field.

Perhaps the most important fact about my two esteemed guests is that they’re both LinkedInfluencers (yes, that’s one word).

By the end of this episode, you’ll know:

1. The biggest benefits and drawbacks of creating evergreen vs. trending content

2. How the type of content you create might affect your audience engagement

3. Who is a better Creator Debater: Avi or Phil?